Integrated marketing communications /
By: Chitty, William
Title By: Luck, Edwina | Valos, Michael | Barker, Nigel | Shimp,Terence A
Publisher: South Melbourne, Victoria, Australia : Cengage Learning, 2015.Edition: 4th ed.Description: xxvii, 478 pages : colour illustrations ; 28 cm.ISBN: 9780170254304Program: MARK333Subject(s): Communication in marketing | Sales promotionDDC classification: 659.1 CH INItem type | Home library | Call number | Status | Date due | Barcode | Item holds |
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REGULAR | University of Wollongong in Dubai Main Collection | 659.1 CH IN (Browse shelf) | Checked out | 01/21/2021 | T0055627 | |
REGULAR | University of Wollongong in Dubai Main Collection | 659.1 CH IN (Browse shelf) | Available | T0055628 |
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Pt. 1. Integrated marketing communications --
a conceptual framework --
ch. 1. Integrated marketing communications and brand equity enhancement --
ch. 2. The communication process --
ch. 3. Persuasion in marketing communications --
ch. 4. Market segmentation and brand positioning --
pt. 2. Managing integrated marketing communications --
ch. 5. Advertising and digital marketing communications --
ch. 6. Planning and implementation --
pt. 3. Media channels --
ch. 7. Broadcast media --
ch. 8. Print and support media --
ch. 9. Media analysis --
pt. 4. Supporting elements of integrated marketing communications --
ch. 10. Direct marketing and sales promotion --
ch. 11. Digital marketing --
ch. 12. Personal selling --
ch. 13. Marketing public relations and sponsorship marketing --
ch. 14. Evaluating integrated marketing communication effectiveness.
Organisations continually use integrated marketing communications to achieve a competitive advantage and meet their marketing objectives. This 4th edition of Integrated Marketing Communications emphasises digital and interactive marketing, the most dynamic and crucial components to a successful IMC campaign today.
MARK333